基于结构方程模型的茶叶企业茶旅融合意愿分析——以江西省为例

Analysis of Tea Tourism Integration Willingness of Tea Enterprises Based on Structural Equation Model——Take Jiangxi Province as An Example

茶产业作为我国农业综合型的特色产业,是促进农业产业兴旺、实现乡村振兴的重点产业。近年来我国茶叶市场产能相对过剩,茶旅融合成为推动茶产业优化升级的有效途径。本文基于江西省330家茶叶企业茶旅融合意愿微观调研,发现江西茶叶企业茶旅融合意愿强烈,但行动力较弱。通过构建结构方程模型(SEM)对此进一步分析,结果显示企业资源与能力对茶叶企业茶旅融合意愿影响程度最大,管理者自我评价次之,政策支持最小;而基础设施影响并不显著;市场需求判断则对茶旅融合意愿有显著负向影响。基于此,从企业、政府、市场等方面提出对策建议。

As a characteristic industry of China's comprehensive agriculture,the tea industry is a key industry to promote the prosperity of the agricultural industry and realize the revitalization of the countryside.In recent years,China's tea market has relatively excess capacity,and the integration of tea tourism has become an effective way to promote the optimization and upgrading of the tea industry.Based on the micro-survey of the tea tourism integration willingness of 330 tea enterprises in Jiangxi Province,this paper found that the tea tourism integration willingness of Jiangxi tea enterprises is strong,but the action is weak.Through the further analysis of the structural equation model(SEM),the results show that the resources and capabilities of enterprises have the greatest impact on the willingness of tea enterprises to integrate tea tourism,followed by managers'self-evaluation and policy support;And the infrastructure impact is not significant;The judgment of market demand has a significant negative impact on the willingness of tea tourism integration.Based on this,we propose countermeasures from the aspects of enterprises,governments,and markets.